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Preface ................. ....... ... ..................... ix
Acknowledgments ............................ . ....................................... xi
Chapter 1--Capital Campaigns: More than Money .......................................... 1
What Is a Capital Campaign? ................................................ 1
The Transformative Power of Capital Campaign Fund Raising ........................ 1
Building on a Culture of Philanthropy ......................................... 2
Organizational Cycles and the Campaign ....................................... 4
Types of Campaigns ........................................................ 4
Special Characteristics of Capital Campaigns ........ ........................ 6
The Phases of a Capital Campaign .............................................. 7
Requirements for a Successful Campaign ......................................... 9
A Time for Heroes ................................................ 12
Chapter 2--Get Ready, Get Set ..................................... ........... ...... . 13
Planting in Fertile Soil ..............................................1. 13
Donor Readiness .......................................................... 13
Organizational Readiness ......................................... .......... 15
Development Office Readiness ............................................... 17
Preparing the Development Office .............................................. 20
Chapter 3-Preparing for a Campaign ................................................... 31
The First Stage of Campaign Planning ........................... . ........ ... 31
The Case for Support .................................................... . 32
The Campaign Goal and the Gift Range Chart ..................................... 40
Developing the Gift Range Chart ............. .............................. 40
The Gift Range Chart and Prospect Planning ...... ................... 42
The Feasibility Study ....................................................... 43
Feasibility Study Consultants ................................................. 49
Enlisting a Feasibility Study Committee ........................................ . 52
The Work of the Committee ................................ ................. 52
The Interview Process ...................................................... . 54
The Feasibility Study Report ................................................. 55
Chapter 4-Building the Campaign Team ................................................. 58
Seeing the Big Picture ....................................................... 58
Defining Key Campaign Positions ........................... ................. 58
Defining Staff Roles ......................................................... 60
Volunteer Campaign Leadership ......................................... ... .. . 63
Campaign Consultants ...................................................... 68
Expanding the Campaign Team .... ........................................ 81
The Campaign and the Board of Directors ....................................... 83
Creating a Positive Atmosphere ............................................... 85
Chapter 5-Planning the Campaign ..................................................... 86
The Importance of Campaign Planning ......................................... 86
The Planning Process ...................................................... 86
Refining the Case for Support ............................................... 91
Refining the Goal . ......................................................... 92
Developing Non-Monetary Goals ............................................... 93
The Gift Range Chart ......................................... .......... 93
Donor Recognition ................................ ....................... 93
Campaign Structure ......................................................... 96
Projecting a Realistic Campaign Timetable ............................ ............ 99
Determining How Gifts Will Be Solicited ...................................... 102
Deciding What to Count and How Much It's Worth ................................ 103
The Capital Campaign and Annual Giving ... ........... ............... 105
Gift Accounting and Reporting .... ......................................... 105
Estimating Campaign Costs ..... ......................................... 106
Chapter 6-Who's Who? Prospect Research and Donor Cultivation .............................. 109
Getting It Right ................................................... ....... 109
Whither the Search? ....................................... . .............. 109
Where Not to Look ... and Where to Look ....................................... 111
Building a Prospect List through the Research Process ............................... 111
Setting Up a Prospect Information System ....................................... 118
Filling in the Details with Secondary Sources ...................................... 123
Knowing Right from Wrong ................................... ................ 127
DonoriFocused Development .................................................. 127
Patience and Practice ...................................................... 128
Chapter 7-The Nucleus Fund ........... ............................................ 129
The Nucleus Fund .......................................................... 129
Soliciting Lead Gifts ...... ... ....... .. .................................... 137
Special Techniques for Soliciting Foundations and Corporations ....................... 149
Using Gifts Strategically: Challenge Grants ....................................... 151
The Power of Lead-Gift Fund Raising ........................ ................... 153
Chapter 8-The Public Campaign ....................................................... 154
Going Public ................................................................ 154
The Campaign Kickoff . .................................................... 154
Media and the Campaign Message .............................................. 157
The Special-Events Committee ..................................... ............ 157
Soliciting Major Gifts . ....................................................... 160
Soliciting the Broad Base ................................................... 169
Telephone Solicitation and the Capital Campaign .................................. 170
Direct Mail and the Capital Campaign ........................................ 176
Welcome Relief after a Stressful Campaign ........................................ 180
Chapter 9-Campaign Communications ................................................... 181
Campaign Communications ................................. ................. 181
Developing a Communications Plan ......................... ......... ........... 181
Managing Campaign Announcements ........................................... 183
The Power of Materials in Positioning a Campaign ................................. 186
Using Communications Professionals ... .......... ............................ 186
Campaign Theme and Logo .................................................. 188
Campaign Materials ........................................................ 190
Miscellaneous Materials .............................. ........................ 198
Spinning the Campaign ..................................................... 198
Chapter 10-raticn he Discipline of Gratitude................................................ 199
Saying Thank You ......................................................... 199
Recognizing Donors and Volunteers Publicly...................................... 207
Plaques ................................................................. 210
Reaping the Rewards of Gratitude.............................................. 213
Chapter 11-Beyond the Campaign ...................................................... 215
Finishing the Campaign ..................................................... 215
Evaluation, Reporting, and Stewardship.......................................... 218
For the Record............................................................ 221
Institutionalizing the Power of the Campaign...................................... 222
Looking Ahead ............................................................ 224,
Campaign Lessons......................................................... 224
Appendix A-Troubleshooting Guide to Capital Campaigns..................................... 226
Appendix B-Glossary of Common Campaign Terms.......................................... 239
Appendix C-Bibliography............................................................. 242
Index............................................................................. 245
About the Author ................................................................... 253
Library of Congress Subject Headings for this publication: Nonprofit organizations Finance, Fund raising